A start-up that’s Wal-Mart’s secret weapon in streaming war

Imagine partnering with one of the biggest movie studios in Los Angeles and the world’s largest retailer for your first deal ever. Sounds like a Hollywood story come to life, right?

Adam Johnson, founder and CEO of Los Angeles-based start-up Toggle, is living that reality. The company manufactures streaming-enabled devices, called dongles, for retailers to deliver content.

The idea was born out of Warner Bros. Media Camp, an accelerator program aimed at helping media entrepreneurs launch new ventures.

Their first video on demand technology product, called the VUDU Spark, is made exclusively for Wal-Mart Stores. A tiny video stick that plugs into a high-definition TV, it allows consumers to access VUDU—Wal-Mart’s video-on-demand service—so they can browse, rent or buy more than 100,000 movie and television shows.

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